Tag Archives: Social Media

Airbus A380 and the failed use of social meda

Recently the Airbus A380, the world’s largest commercial airliner, visited Edinburgh with a superb approach and go manoeuvre which was something to behold. It also visited Prestwick and the Dublin air show.

To publicise the event they had a Twitter account, obviously to keep people informed, attract more people and build a media buzz around the event. While the event was rather well attended the potential of their social media experiment was wasted, losing the company a great deal of free advertising and not helping those who were following the account, keen to see the plane.

This is a prime example of a company failing to remember the prime reasons for having their social media presence and for understanding exactly what is needed to make it work for them and their followers.

Airbus missed out on two important areas, timely communication and engagement, missing these meant that the Twitter account was wasted when it could have been so much more for those at the event, those following the plane, and the company themselves.

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Where are your customers?

It amazes me that in this day and age companies don’t want to engage their customers on the Internet, despite the fact that this is where a vast majority of them are and where they are actively discussing companies and their products.

They place all their efforts in two key areas, shouting loudly at them while keeping their fingers in their ears through advertising, and manipulating them, telling then what they think they want to hear through their front line sales. Then they sit back and wait for them to call if they get stuck with anything, and usually farm that process out to another company.

Meanwhile customers both current and potential are on the Internet with growing numbers and frequency talking about the company, their products and reviewing them to their friends, family and whoever else is listening.

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Companies, customers and internet contacts

Companies need customers, customers buy their product, hand over money, and that money goes to pay the wages of the people working for it and make the company bigger and bigger. More than just getting the customers they have to retain them, that’s a key to growing a company, that’s what you see every major company from superstore to bank trying to do, keep the customers they have.

To retain them they need to do something really important, and that’s address any problems or questions they have with the company as soon as they have them and make sure they don’t arise again. How do they do that? They keep in touch with them, they open channels of communication with them and give them the means to contact them.

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